What Are Consumers Afraid Of? Perceived Risk Toward Environmentally Sustainable Consumption

Jiyun Kang, Texas State University, United States
Sang-Hoon Kim, Seoul National University, South Korea
In this research, we investigate perceived risk in consumers’ decision making specifically related to environmentally sustainable products considering the multi-dimensional nature of perceived risk. This research provides marketers with implications to promote the adoption of socially desirable products and further enable the broad diffusion of such products in the marketplace.
[ to cite ]:
Jiyun Kang and Sang-Hoon Kim (2012) ,"What Are Consumers Afraid Of? Perceived Risk Toward Environmentally Sustainable Consumption", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1125-1125.